Information Searching in the Residential Solar PV Market
This paper examines the consumer information search behavior of households in San Diego County with solar photovoltaic (PV) systems. We focus on whether solar PV households financing the technology through third-party ownership (TPO) versus host-ownership (HO), which is equivalent to leasing or buyi...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
International Association for Energy Economics (IAEE)
2021
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| Online Access: | https://hdl.handle.net/1721.1/130068 |
| _version_ | 1826194002293030912 |
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| author | Pless, Jacquelyn Fell, Harrison Sigrin, Ben |
| author2 | Sloan School of Management |
| author_facet | Sloan School of Management Pless, Jacquelyn Fell, Harrison Sigrin, Ben |
| author_sort | Pless, Jacquelyn |
| collection | MIT |
| description | This paper examines the consumer information search behavior of households in San Diego County with solar photovoltaic (PV) systems. We focus on whether solar PV households financing the technology through third-party ownership (TPO) versus host-ownership (HO), which is equivalent to leasing or buying goods in other markets, have heterogeneous preferences as reflected by information search. Conditional on adoption, we find that TPO households tend to seek more information on home modifications required for solar installation whereas HO households seek more information on the financial returns of solar investments. These preferences may be correlated with the consumption of other goods and services, and thus, if used to inform marketing strategies, our results could help reduce solar PV customer acquisition costs and accelerate technology diffusion. They also have indirect implications for marketing goods and services in other contexts where consumers exhibit similar preferences. |
| first_indexed | 2024-09-23T09:49:01Z |
| format | Article |
| id | mit-1721.1/130068 |
| institution | Massachusetts Institute of Technology |
| language | English |
| last_indexed | 2024-09-23T09:49:01Z |
| publishDate | 2021 |
| publisher | International Association for Energy Economics (IAEE) |
| record_format | dspace |
| spelling | mit-1721.1/1300682022-09-26T13:55:59Z Information Searching in the Residential Solar PV Market Pless, Jacquelyn Fell, Harrison Sigrin, Ben Sloan School of Management This paper examines the consumer information search behavior of households in San Diego County with solar photovoltaic (PV) systems. We focus on whether solar PV households financing the technology through third-party ownership (TPO) versus host-ownership (HO), which is equivalent to leasing or buying goods in other markets, have heterogeneous preferences as reflected by information search. Conditional on adoption, we find that TPO households tend to seek more information on home modifications required for solar installation whereas HO households seek more information on the financial returns of solar investments. These preferences may be correlated with the consumption of other goods and services, and thus, if used to inform marketing strategies, our results could help reduce solar PV customer acquisition costs and accelerate technology diffusion. They also have indirect implications for marketing goods and services in other contexts where consumers exhibit similar preferences. 2021-03-03T20:29:31Z 2021-03-03T20:29:31Z 2020-10 2021-03-01T14:41:29Z Article http://purl.org/eprint/type/JournalArticle 0195-6574 https://hdl.handle.net/1721.1/130068 Pless, Jacquelyn et al. "Information Searching in the Residential Solar PV Market." Energy Journal 41, 4 (October 2020): dx.doi.org/10.5547/01956574.41.4.jple. en http://dx.doi.org/10.5547/01956574.41.4.jple Energy Journal Creative Commons Attribution-Noncommercial-Share Alike http://creativecommons.org/licenses/by-nc-sa/4.0/ application/pdf International Association for Energy Economics (IAEE) Prof. Pless via Shikha Sharma |
| spellingShingle | Pless, Jacquelyn Fell, Harrison Sigrin, Ben Information Searching in the Residential Solar PV Market |
| title | Information Searching in the Residential Solar PV Market |
| title_full | Information Searching in the Residential Solar PV Market |
| title_fullStr | Information Searching in the Residential Solar PV Market |
| title_full_unstemmed | Information Searching in the Residential Solar PV Market |
| title_short | Information Searching in the Residential Solar PV Market |
| title_sort | information searching in the residential solar pv market |
| url | https://hdl.handle.net/1721.1/130068 |
| work_keys_str_mv | AT plessjacquelyn informationsearchingintheresidentialsolarpvmarket AT fellharrison informationsearchingintheresidentialsolarpvmarket AT sigrinben informationsearchingintheresidentialsolarpvmarket |